Nicolas Feuillatte bolsters position

Nicolas Feuillatte increased its shipments by 19% between 2007 to 2014, the biggest growth of any Champagne brand during that period, according to Shanken’s latest IMPACT report.

Julie Campos, managing director of Nicolas Feuillatte

While the global Champagne market suffered a loss of some 10 million bottles, Nicolas Feuillatte increased shipments by 19%, the equivalent of 1.6 million bottles, between the period of 2007 to 2014.

According to Shanken’s IMPACT report, this was the biggest growth of any Champagne brand, reinforcing Nicolas Feuillatte’s position as the number one best-selling Champagne brand in France and third in the world.

In 2014 the brand sold 10.66 million bottles, up 8% on the previous year, a record for the Champagne house.

Nicolas Feuillatte attributed this growth to its “judicious control of promotional budgets in order to strengthen the added value of the brand”, noting that sales had increased across every channel, from retail and bars, hotels and restaurants in France to export markets.

“Our objectives for 2015 will focus on maintaining our positions, developing export markets and increasing value”, a spokesperson added.

Nicolas Feuillatte also ranked 97 in the top 100 most powerful wines and spirits brands, according to the latest Power Brands Survey, compiled in partnership by Intangible Business and the drinks business. Up one place on 2014, Champagne Nicolas Feuillatte benefitted from a gradual increase in sales, particularly outside the French market where it is the best-selling Champagne, selling 875,000 cases, up 2% on last year.

There is presently a strong focus on quality at Nicolas Feuillatte with Guillaume Roffiaen having been recruited from Champagne Drappier in 2014 to take up a new role as director of winemaking.

Julie Campos was appointed the brand’s new managing director at the start of 2015. Speaking to the drinks business last month, Campos stressed her belief that Champagne needed to “create a new occasion” in order to recruit new consumers to the category.

The company recently appointed Inter Rhone’s marketing boss Olivier Legrand as its marketing and communications manager, who is set to take up the role in September.

“Legrand has extensive experience in the wine sector. His proven track record in creativity and insight in to international markets will strengthen the marketing team and support the work already achieved”, Nicolas Feuillatte said of his appointment.

Elsewhere, a major renovation project was launched in February which will see the brand construct new head offices, a tank room devoted to reserve wines and a visitor centre.